Destination Toronto has announced the appointment of J/PR as its U.S. public relations agency of record, a key step in strengthening the organization's earned media presence in its highest-value international market. The U.S. accounts for over half of all of Toronto's international travellers, underscoring the importance of a strong and consistent media presence. The partnership expands Destination Toronto's media and influencer strategy and will elevate the city's visibility across top-tier U.S. publications and creators, with a focus on showcasing Toronto's vibrancy, culture, and year-round travel experiences to American travellers.

"As consumer behaviour shifts and new channels reshape how people discover destinations, earned media remains one of our most powerful tools to influence travel decisions", said Paula Port, Chief Marketing Officer at Destination Toronto. "J/PR brings a sharp understanding of how stories move across today's media landscape and how to connect those stories to the audiences we need to reach. Their strategic approach directly supports where our broader marketing strategy is headed, with a focus on building deeper relevance, cultural connection, and sustained demand in the U.S. market."

"Toronto's diverse neighbourhoods, global cuisine, and vibrant cultural and entertainment scenes offer endless opportunities to inspire travellers, and we are excited to share these narratives with the U.S. market," said Sarah Evans, NYC-based Partner at J/PR. "Toronto is poised to enter a powerful moment of growth in the U.S. market. With major sports milestones approaching, including six FIFA World Cup matches and the launch of Toronto's first WNBA season, sports tourism is set to bring new energy to the city. Looking toward 2026, we look forward to championing everything Toronto has to offer."

J/PR will work closely with Destination Toronto's marketing and communications team to generate meaningful earned media opportunities, strengthen relationships with U.S. journalists, and bring Toronto's most compelling stories to the audiences shaping American travel decisions.